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Nielsen Retail Data


The American Egg Board purchases Nielsen Data posted on their website at monthly intervals. The following take-home messages are extracted from the July presentation

  • For 2019 YTD, egg sales improved by 2.2 percent over 2018 but have declined by 10 percent in value
  • In 2019 USDA projects per capita consumption to be 291.1 eggs, approximately 2.5 percent above 2018. The 2020 projection for per capita consumption is 291.7 eggs, an increase of 0.2 percent.
  • On a rolling 52-week basis ending June 15th, total retail egg sales comprised 96.2 percent shell eggs, 2.8 percent egg products and 1.0 percent hard-boiled eggs. Sales attained 3.055 billion equivalent dozens generating $5.95 billion.
  • For egg product sales, volume declined by 1.7 percent during the current year to date compared to the comparative period in 2018. Dollar value declined by 3.2 percent. Within this category, liquid whole egg declined by 9.1 percent but liquid egg whites increased by 2.4 percent.
  • 12-count packs declined by one percent in YTD 2019 compared to 2018. Eighteen-count increased by 5 percent, 60-count by 6.5 percent and 30-count by 0.7 percent.
  • Year to date in 2019, conventional eggs represented 87.8 percent of sales, up 2.1 percent in volume but down 13.1 percent in value. Cage-free eggs representing 9.9 percent of sales were up 1.3 percent in volume and 0.9 percent down in dollar value. Organic eggs comprising 2.2 percent of the shell egg market YTD 2019, increased in sales volume by 7.2 percent and in value by 7.9 percent. These figures demonstrate the relative price elasticity of conventional eggs compared to cage-free and organic categories attributed to the specific demographics purchasing conventional eggs compared to cage-free or certified organic eggs. It is evident that both branded and private label eggs are included in conventional category.
  • Combining private label and branded categories, volume YTD shows that within the combination, private label has attained a 71.6 percent share compared to 28.4 percent for branded eggs. Data on the respective changes in volume for the two subcategories indicate an increase for private label of 2.0 percent and branded by 2.5 percent. Comparing branded and private label eggs with respect to dollar volume, private label generated 60 percent of sales value and branded 40 percent. Private label declined by 12.8 percent in dollar value and branded by 5.5 percent. This data suggests that chains mark down private label to maintain sales and with respect to price, private label reacts similarly to conventional shell eggs. In contrast, branded eggs are less sensitive to changes in volume and command a disproportionate value compared to private label.
  • With respect to retail channels, conventional food stores increased volume by 4.1 percent compared to 2018. Drug stores declined by 8.6 percent and convenience stores by 16.9 percent. Club stores and dollar stores remained constant in volume.